ORIGINAL RESEARCH article
Front. Artif. Intell.
Sec. AI in Business
DESIGN AND VALIDATION OF THE SCALE FOR THE ADOPTION OF ARTIFICIAL INTELLIGENCE IN THE ONLINE SHOPPING EXPERIENCE OF PERUVIAN CONSUMERS
Provisionally accepted
José Joel Cruz-Tarrillo1*
Jose Tarrillo-Paredes1
Karla Liliana Haro-Zea2Robin Alexander Díaz Saavedra1- 1Peruvian Union University, Lima, Peru
- 2Universidad Autonoma de Baja California, Mexicali, Mexico
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Artificial intelligence has become a crucial tool for effective customer management; therefore, this research aims to design and validate a scale measuring the adoption of artificial intelligence in the customer experience. It is approached from a quantitative methodology perspective and an instrumental design. A survey was conducted among 528 customers who frequently make virtual purchases. Then, an exploratory analysis was conducted to determine the factor structure of the scale, followed by a confirmatory analysis to validate the construct. On the other hand, an invariance analysis was conducted to determine whether the construct varies across groups. The results show a multidimensional scale of 16 items grouped into 4 factors (trust in AI, perception of AI, knowledge of AI, shopping experience). Each factor consists of four items, using a Likert-type response scale where 1 indicates 'totally disagree' and 5 indicates 'totally agree'. In conclusion, the proposed scale is a valid measure. It can be used to continue exploring this concept in other latitudes, serving as a valuable tool for entrepreneurs to make an effective diagnosis of this new technology.
Keywords: artificial intelligence, Customer, experience, factor analysis, Measurement, Psychometrics, scale
Received: 24 Sep 2025; Accepted: 03 Dec 2025.
Copyright: © 2025 Cruz-Tarrillo, Tarrillo-Paredes, Haro-Zea and Díaz Saavedra. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: José Joel Cruz-Tarrillo
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